Labyrinths: Peculiarities of industrial marketing in India

Authors

• V Kishore Kumar, Indian Explosives, Calcutta

Document Type

Article

Abstract

A few years ago, the Marketing Director of Lube-Alloy1, an American company specializing in lubricants, visited India. His objective — was to get an order for a special lubricant developed by his company for heavy earth moving machinery. For one month, he shuttled between offices of machinery manufacturers, headquarters of mining companies, their subsidiaries, mining projects, offices of oil companies and government offices. A month after he set foot in India, he hadn’t obtained even a trial order for his lubricant.

Recommended Citation

Kishore Kumar, V (2001) "Labyrinths: Peculiarities of industrial marketing in India," IIMB Management Review: Vol. 13: Iss. 3, Article 8.
Available at: https://research.iimb.ac.in/imr/vol13/iss3/8

Publication Date

9-1-2001

First Page

57

Last Page

63